Özet:

In the world the increasing population and human needs the diversity in products and service is an intense competition among enterprises. Many consumers try to get to the correct product or service during getting the product or service by evaluating the quality, reliabity and the best price. However, there are many products and services which is suitable for the same needs so customer purchasing process causes to become a long and tiresome. The consumer groups which inculdes market mavens and which are called reference groups, facilites the process by effectly the other consumers using word of mouth communication as a effecting consumers purchasing behaviours. In this study which explicate about innovators, early adopters and market mavens because of information source of word of mouth communication process and discuss the effect of market mavens on the consumers decisions

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